This document proposes two new online advertising models: a background sound model and a hybrid model. It summarizes the key advantages of each model. An experiment was then conducted to evaluate the effectiveness of these two new models compared to traditional banner, pop-up, and pop-under ads. The experiment measured advertisement recall, brand recognition, and the annoyance level caused by each ad model. The results of this experiment will help determine the relative performance of the different online advertising approaches.
This study examines how various factors in online banner advertisements influence consumer attitudes and behavioral intentions. A survey was conducted with 300 respondents to analyze the impact of celebrity endorsements, text information, animations, banner position, and interactivity on attitudes toward banner ads and click-through intentions.
The results found that celebrity endorsements, banner position, and interactivity had a significant positive effect on attitudes toward banner ads, but text information and animations did not. Additionally, more positive attitudes toward banner ads led to greater click-through intentions. Therefore, the study suggests that how banner ads are designed and positioned, as well as their interactivity, are important in shaping consumer responses.
This study examines how various factors influence consumer attitudes and behavioral intentions regarding online banner advertisements. The author conducted a study with 300 participants to understand how elements like celebrity endorsements, animation, text information, and interactivity impact attitudes toward ads and click-through rates. The study found that these factors play a role in shaping consumer attitudes, and more positive attitudes can increase click-through intentions. The author proposes several hypotheses about the relationships between different online ad elements, attitudes, and behavioral responses.
This document summarizes research on viral video advertisements and factors that contribute to their sharing online. It finds that positive emotions and strong brand image play an important role in whether a video goes viral. Specifically, branded content that incorporates creative strategies like humor can shape whether a video advertisement is shared virally. The document also reviews literature on defining viral marketing, the role of social media, different types of advertising messages and creative strategies, and motivations for online word-of-mouth sharing.
Marketing Strategy: Pricing strategies and its influence on consumer purchasi...AI Publications
The current study aimed to examine pricing strategies as a determining factor in influencing consumer behaviour. The present research applied quantitative research method via adapting questionnaire from academic sources. The sample size for the current study is 162 which gathered via random sampling method.The results show that Penetration Pricing has significant positive influence on consumer behaviour at 5% level. The results show that Price Skimminghas significant positive influence on consumer behaviour at 5% level. The results show that marketing sharing sites has significant positive influence on consumer behaviour at 5% level. The results show that blog has significant positive influence on consumer behaviour at 5% level. The results show that Competitive Pricinghas significant positive influence on consumer behaviour at 5% level. Moreover, all beta value is higher than .001. All models have very high adjusted R2 indicating the ability of the models explaining the variation of consumer behaviour due to variation of independent variables is very high. The F-value shows that the explanatory variables are jointly statistically significant in the model and the Durbin-Watson (DW) statistics reveals that there is autocorrelation in the models.
Influence of electronic word of mouth on Consumers Purchase IntentionNasif Chowdhury
This document presents a research study on the influence of electronic word of mouth on consumer purchase intention. The study examines how social factors like social capital, tie strength, trust, and interpersonal influence impact the relationship between electronic word of mouth shared on social media and consumers' purchase decisions. The researcher developed hypotheses about these relationships and proposed a conceptual framework. A survey methodology was designed to collect data to analyze the hypotheses using regression and correlation analyses. The results found support for most hypotheses except the relationship between homophily and purchase intention. The study provides recommendations for marketers on leveraging electronic word of mouth on social media.
This document differentiates between traditional and social media in terms of content creation. Traditional media involves one-to-many communication, with content typically created by marketers and published through channels like television, radio, and print. Social media enables many-to-many communication, with users able to both consume and create content through blogs, social networks, and user-generated content. It also categorizes different types of content on social media based on who creates it and whether there is paid placement, such as social video, viral video, news publicity, advertorials, and word-of-mouth.
Role of mass media in b2 b and b2c marketing of electronic gadgets in lucknow...khanahmad0711
This document is a research project report submitted by Ahmad Husain Khan toward partial fulfillment of an MBA degree. The report examines the role of mass media in business-to-business and business-to-customer marketing of electronic gadgets, specifically tablet PCs, in Lucknow city. It includes an introduction discussing mass media and business-to-business and business-to-customer concepts. The report was conducted under the guidance of Dr. Surendra Kumar and analyzed user responses to determine which tablet PC brands perform best and are most preferred by customers in Lucknow.
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
This study examines how various factors in online banner advertisements influence consumer attitudes and behavioral intentions. A survey was conducted with 300 respondents to analyze the impact of celebrity endorsements, text information, animations, banner position, and interactivity on attitudes toward banner ads and click-through intentions.
The results found that celebrity endorsements, banner position, and interactivity had a significant positive effect on attitudes toward banner ads, but text information and animations did not. Additionally, more positive attitudes toward banner ads led to greater click-through intentions. Therefore, the study suggests that how banner ads are designed and positioned, as well as their interactivity, are important in shaping consumer responses.
This study examines how various factors influence consumer attitudes and behavioral intentions regarding online banner advertisements. The author conducted a study with 300 participants to understand how elements like celebrity endorsements, animation, text information, and interactivity impact attitudes toward ads and click-through rates. The study found that these factors play a role in shaping consumer attitudes, and more positive attitudes can increase click-through intentions. The author proposes several hypotheses about the relationships between different online ad elements, attitudes, and behavioral responses.
This document summarizes research on viral video advertisements and factors that contribute to their sharing online. It finds that positive emotions and strong brand image play an important role in whether a video goes viral. Specifically, branded content that incorporates creative strategies like humor can shape whether a video advertisement is shared virally. The document also reviews literature on defining viral marketing, the role of social media, different types of advertising messages and creative strategies, and motivations for online word-of-mouth sharing.
Marketing Strategy: Pricing strategies and its influence on consumer purchasi...AI Publications
The current study aimed to examine pricing strategies as a determining factor in influencing consumer behaviour. The present research applied quantitative research method via adapting questionnaire from academic sources. The sample size for the current study is 162 which gathered via random sampling method.The results show that Penetration Pricing has significant positive influence on consumer behaviour at 5% level. The results show that Price Skimminghas significant positive influence on consumer behaviour at 5% level. The results show that marketing sharing sites has significant positive influence on consumer behaviour at 5% level. The results show that blog has significant positive influence on consumer behaviour at 5% level. The results show that Competitive Pricinghas significant positive influence on consumer behaviour at 5% level. Moreover, all beta value is higher than .001. All models have very high adjusted R2 indicating the ability of the models explaining the variation of consumer behaviour due to variation of independent variables is very high. The F-value shows that the explanatory variables are jointly statistically significant in the model and the Durbin-Watson (DW) statistics reveals that there is autocorrelation in the models.
Influence of electronic word of mouth on Consumers Purchase IntentionNasif Chowdhury
This document presents a research study on the influence of electronic word of mouth on consumer purchase intention. The study examines how social factors like social capital, tie strength, trust, and interpersonal influence impact the relationship between electronic word of mouth shared on social media and consumers' purchase decisions. The researcher developed hypotheses about these relationships and proposed a conceptual framework. A survey methodology was designed to collect data to analyze the hypotheses using regression and correlation analyses. The results found support for most hypotheses except the relationship between homophily and purchase intention. The study provides recommendations for marketers on leveraging electronic word of mouth on social media.
This document differentiates between traditional and social media in terms of content creation. Traditional media involves one-to-many communication, with content typically created by marketers and published through channels like television, radio, and print. Social media enables many-to-many communication, with users able to both consume and create content through blogs, social networks, and user-generated content. It also categorizes different types of content on social media based on who creates it and whether there is paid placement, such as social video, viral video, news publicity, advertorials, and word-of-mouth.
Role of mass media in b2 b and b2c marketing of electronic gadgets in lucknow...khanahmad0711
This document is a research project report submitted by Ahmad Husain Khan toward partial fulfillment of an MBA degree. The report examines the role of mass media in business-to-business and business-to-customer marketing of electronic gadgets, specifically tablet PCs, in Lucknow city. It includes an introduction discussing mass media and business-to-business and business-to-customer concepts. The report was conducted under the guidance of Dr. Surendra Kumar and analyzed user responses to determine which tablet PC brands perform best and are most preferred by customers in Lucknow.
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
Ewom credibility on social networking sites a frameworkLaurent Muzellec
This document proposes a new framework for understanding the credibility of electronic word of mouth (eWOM) on social networking sites. The framework, called the "4Cs of eWOM Credibility", consists of four components: Community, Competence, Content, and Consensus. Community refers to the relationship between the sender and receiver of eWOM information. Competence considers the expertise levels of both the sender and receiver. Content examines the substance of the eWOM message itself. And Consensus looks at how well the message resonates with and is agreed upon by the receiver. The framework synthesizes previous research on factors that influence the perceived credibility of word of mouth recommendations in both offline and online contexts.
The document discusses a study on the usage of social media amongst Malaysian youth. Some key findings include:
1. Social networking, particularly Facebook, is the most popular social media platform used daily by 47% of respondents. Video sharing is the second most used.
2. While the internet, mobile phones, and social media are highly used, newspapers still have high usage rates over 50%.
3. The internet has the most influence on respondents at 60%, followed by mobile phones at 55%. Television and social media both influence 34%.
4. Television and newspapers are considered always trustworthy sources of information for 31% and 30% respectively, while radio, social media, mobile phones, magazines, and
This was an assignment for my course: Fundamentals of Public Relations at Full Sail University.
The objectives for the assignment are:
-Apply the function of public relations for an organization
-Identify the tools and tactics used in a public-relations campaign and demonstrate the appropiate use of each tool
-Apply strategic communications in the creation of a PR campaign
-Create a public-relations campaign and implement communications strategies and tactics
Ruffles wanted to reconnect with Turkish youth as the brand faced challenges from competitors. An online research community of 100 young people was used over 6 weeks to understand this target group. Insights were generated through online and offline research including blogs, forums, workshops. Bringing together the consumer and business perspectives enhanced decision making. The project highlighted opportunities to reposition Ruffles from a "me" to a "we" brand and make it more unisex to attract more consumers. It provided learnings on empowering Generation Y and translating insights into brand positioning and activation strategies.
Are Social Networking more persuasive than Traditional Word of MouthKUMAR GAURAV
In the present scenario of 21st century when every thing is changing so fast traditional things are losing its importance. This research is conducted to investigate and compare the reliability of recommendation made through social networking and traditional word of mouth.
Hypothesis-
H1- WOM and social networking influence the customer
purchase decision.
H2- Social networking recommendation are more reliable
than traditional WOM.
Major findings are-
-Consumers awareness towards Social Networking and traditional WOM is high.
-Social Network Marketing is more reliable that traditional WOM.
Suggestions-
-Companies should try to promote positive word about their products through social networking and WOM because traditional advertising id losing its effectiveness and due to increased consumerism.
-Companies should to use social networking efficiently to increase their market share because it is not only cost effective but reliable too.
-Quality should be maintained because consumer believe that spreading positive WOM and social networking is difficult because they are not controlled by the marketers and its possible only when product quality is good.
Synergizing Natural and Research CommunitiesTom De Ruyck
Research panels are facing declining response rates and decreased motivation for participation. As an alternative, researchers are exploring the use of social media as it provides a new stream of freely available consumer information through methods like social media netnography. However, user-generated social media content should be treated with caution, learning from mistakes of the past. The document discusses creating a "win-win-win" situation for researchers, clients, and research participants by combining social media netnography with online research communities in a respectful, ethical manner.
PR 2.0: Managing News in a Digital WorldTracy Playle
This document summarizes research on how PR professionals in higher education and further education are using digital media and social media to communicate with journalists.
The research found that most organizations put press releases online but many don't tailor them for different audiences. Many PR professionals use their website and social media like Twitter to engage with journalists, but some lack capabilities and confidence in using new tools.
The research also found that journalists are increasingly using social media to find stories and resources, though they remain skeptical of information from social platforms. Management structures with separate web and PR departments were seen as a barrier to using online media by PR professionals. Recommendations include using social media more strategically and developing online multimedia newsrooms.
Analyzing the effects of social media on the hospitality industryBookStoreLib
This document analyzes the effects of social media on the hospitality industry from a consumer perspective. It discusses how social media has changed communication and allowed two-way interaction between businesses and customers. Many hotels are shifting marketing strategies from traditional methods to social media, which provides real-time feedback and engagement at low cost. The growth of social media users globally, especially through mobile access, means the hospitality industry must embrace social media platforms to build their brand and remain competitive.
Dissertation - The effect of the communication an and attendees' age on event...Clémence Boitet
This dissertation examines factors that influence adoption of mobile apps for music festivals. It analyzes 10 festival apps and conducts a survey of 100 attendees. The study finds that an app's communication plan and an attendee's age strongly impact whether they download the app. Specifically, using the right communication channels (e.g. Facebook) at optimal times according to the attendee's age increases download rates. The dissertation concludes that targeting communications strategically based on attendee demographics allows event organizers to better predict app adoption and financial returns from app promotion.
How to-domesticate-the-multichannel-monster 27.11.2012STIinnsbruck
This document discusses the challenges organizations face with communicating through the growing number of online communication channels, which the authors call "the multi-channel monster". It proposes a semantic communication architecture called SCEI that separates content from channels and uses semantic technologies to disseminate content across multiple channels. The architecture provides workflow assistance, implements communication patterns, and integrates crowdsourcing to enable one-click publishing to many marketing channels. It discusses applying this approach to collaboration applications like advertising, customer relationship management, and opportunities/challenges in eTourism.
New Media and Social networking present new set of risks, challenges, and opportunities to Corporations in the management of the reputations. This presentation briefly covers the areas of risk, their source, and the steps required to combat them.
--
Impact of social branding on purchase intention: An empirical study of social...Sparkles Soft
Impact of social branding on purchase intention: An empirical study of social media websites.
Writer
Jahanzeb Khan
SPARKLES SOFT
www.sparklessoft.com
MobileWhatsApp/Viber: 00923004604250
00923124604250
Skype sparkles.soft
Vonage/Viber 00923004604250
thesis help, uk dissertation help, custom thesis writing in uk, uk mba thesis,
This paper reviews influential studies on the interactive web and interactive advertising published in the Journal of Advertising Research over the past 15 years. These studies have helped establish interactive advertising as a new discipline and explored various themes, including the web as an advertising medium, display advertising, interactive media planning, electronic word of mouth, web integration with other media, and new advertising concepts and models. The studies analyzed characteristics of the web, user perceptions and behaviors, and relationships between interactive features and website popularity and effectiveness. They advanced understanding of the interactive advertising field and may inspire future research.
Inspirational Customer Dialogues - IKEA Catalogue [PAPER]Tom De Ruyck
The document discusses using online communities as a research tool to evaluate IKEA's yearly catalog. A qualitative study was conducted through online communities in 5 countries to understand reactions to IKEA's 2013 catalog and possible covers for the 2014 edition. The communities allowed researchers to triangulate data from different customer types, research methods, environments, and perspectives. This provided a more comprehensive understanding compared to traditional focus groups. Key benefits of the online communities included obtaining insights from more diverse participants over a longer period, combining various research techniques, and involving participants in additional testing and evaluation stages. The communities served as a flexible, cost-effective "fusion research tool" to holistically evaluate IKEA's iconic catalog.
This document discusses insights into the implementation of mobile marketing campaigns. It presents a theoretical model of the mobile marketing campaign development process consisting of four phases: 1) campaign design, 2) campaign development, 3) campaign execution, and 4) tracking, analysis, and reporting. It then uses a case study method to analyze the implementation of three mobile marketing campaigns and confirms the theoretical model while adding new elements.
More info http://shuanliu.net
Objective:
Planning a social media campaign of 7 weeks in summer for 13-17 year olds who go to cinema and share their cinema experience.
Challenge:
Teenagers choose cheaper online platform to watch plenty of films.
Solution:
Together is better.
Using the popular app “Musical.ly” makes interesting videos with summer films for teen’s competition.
The marketing group surveyed 62 Mizzou students to help their client, Socket, better understand how to market internet services to college students. Key findings included:
- Half of respondents lived in East/West campus houses, a prime target area for Socket.
- Over 45% used Mediacom as their provider and over 33% used CenturyLink, Socket's top competitors.
- The average monthly internet bill was $88, showing Socket's pricing is competitive.
- Only 10 respondents had heard of Socket, mostly through personal connections rather than advertising.
- Students preferred advertising through campus events, apps, and word of mouth over traditional media.
The group recommended Socket target East/West campus residents and current
Display versus Email – The SEAT Ibiza ST campaign illustrating how to effecti...Retelur Marketing
eCircle de la mano de Nielsen nos traen este informe comparativo que analiza a través de una campaña real (el lanzamiento del nuevo Seat Ibiza ST) la efectividad de la publicidad display en comparación con el email marketing. (inglés)
A presentation for the lovely students studying Advertising Management & Campaigns Project (ADV30002) at Swinburne University of Technology on Thursday, 20th March 2014.
This is a great initiative organised by lecturer, Mr David Reid.
Today, we will cover the following agenda items:
- Introduction
- Relationships
- Digital update & opportunities
- 5 step work-flow
- Q&A's
If you have any questions, please contact me on:
damus@puglifeadsolutions.com.au
The European Commitment to Wilderness - Report from Prague by Dr. Frantisek PelcWILD Foundation
Dr. Frantisek Pelc, Deputy Minister of the Environment - Director of Nature and Landscape Protection of The Czech Republic, spoke during the Saturday (7 November) WILD9 plenary on Global Wilderness Commitments, specifically on "The European Commitment to Wilderness - Report from Prague.
This document discusses ideas for short thriller films and provides context on conventions in the thriller genre. It includes four initial ideas pitched by individuals - one involving a flashback of a girl being chased, another involving a police investigation of a rape and murder, a third centered around family photos dropping from the sky, and a fourth involving blood-stained photos telling a mystery story. It then discusses the target teenage and adult audience, and provides examples of camera work and tension-building techniques from other thriller openings like Memento. The document concludes with a final idea called "Soul" involving locations where a lady will be attacked and a man looks at photos of the lady before seeing a figure in the bathroom.
Dokumen tersebut membahas tentang stream input/output dalam Java, termasuk definisi stream karakter dan byte, class-class dasar untuk membaca dan menulis file seperti File, Reader, Writer, InputStream, dan OutputStream, serta contoh penggunaan class-class tersebut untuk memindahkan file."
Ewom credibility on social networking sites a frameworkLaurent Muzellec
This document proposes a new framework for understanding the credibility of electronic word of mouth (eWOM) on social networking sites. The framework, called the "4Cs of eWOM Credibility", consists of four components: Community, Competence, Content, and Consensus. Community refers to the relationship between the sender and receiver of eWOM information. Competence considers the expertise levels of both the sender and receiver. Content examines the substance of the eWOM message itself. And Consensus looks at how well the message resonates with and is agreed upon by the receiver. The framework synthesizes previous research on factors that influence the perceived credibility of word of mouth recommendations in both offline and online contexts.
The document discusses a study on the usage of social media amongst Malaysian youth. Some key findings include:
1. Social networking, particularly Facebook, is the most popular social media platform used daily by 47% of respondents. Video sharing is the second most used.
2. While the internet, mobile phones, and social media are highly used, newspapers still have high usage rates over 50%.
3. The internet has the most influence on respondents at 60%, followed by mobile phones at 55%. Television and social media both influence 34%.
4. Television and newspapers are considered always trustworthy sources of information for 31% and 30% respectively, while radio, social media, mobile phones, magazines, and
This was an assignment for my course: Fundamentals of Public Relations at Full Sail University.
The objectives for the assignment are:
-Apply the function of public relations for an organization
-Identify the tools and tactics used in a public-relations campaign and demonstrate the appropiate use of each tool
-Apply strategic communications in the creation of a PR campaign
-Create a public-relations campaign and implement communications strategies and tactics
Ruffles wanted to reconnect with Turkish youth as the brand faced challenges from competitors. An online research community of 100 young people was used over 6 weeks to understand this target group. Insights were generated through online and offline research including blogs, forums, workshops. Bringing together the consumer and business perspectives enhanced decision making. The project highlighted opportunities to reposition Ruffles from a "me" to a "we" brand and make it more unisex to attract more consumers. It provided learnings on empowering Generation Y and translating insights into brand positioning and activation strategies.
Are Social Networking more persuasive than Traditional Word of MouthKUMAR GAURAV
In the present scenario of 21st century when every thing is changing so fast traditional things are losing its importance. This research is conducted to investigate and compare the reliability of recommendation made through social networking and traditional word of mouth.
Hypothesis-
H1- WOM and social networking influence the customer
purchase decision.
H2- Social networking recommendation are more reliable
than traditional WOM.
Major findings are-
-Consumers awareness towards Social Networking and traditional WOM is high.
-Social Network Marketing is more reliable that traditional WOM.
Suggestions-
-Companies should try to promote positive word about their products through social networking and WOM because traditional advertising id losing its effectiveness and due to increased consumerism.
-Companies should to use social networking efficiently to increase their market share because it is not only cost effective but reliable too.
-Quality should be maintained because consumer believe that spreading positive WOM and social networking is difficult because they are not controlled by the marketers and its possible only when product quality is good.
Synergizing Natural and Research CommunitiesTom De Ruyck
Research panels are facing declining response rates and decreased motivation for participation. As an alternative, researchers are exploring the use of social media as it provides a new stream of freely available consumer information through methods like social media netnography. However, user-generated social media content should be treated with caution, learning from mistakes of the past. The document discusses creating a "win-win-win" situation for researchers, clients, and research participants by combining social media netnography with online research communities in a respectful, ethical manner.
PR 2.0: Managing News in a Digital WorldTracy Playle
This document summarizes research on how PR professionals in higher education and further education are using digital media and social media to communicate with journalists.
The research found that most organizations put press releases online but many don't tailor them for different audiences. Many PR professionals use their website and social media like Twitter to engage with journalists, but some lack capabilities and confidence in using new tools.
The research also found that journalists are increasingly using social media to find stories and resources, though they remain skeptical of information from social platforms. Management structures with separate web and PR departments were seen as a barrier to using online media by PR professionals. Recommendations include using social media more strategically and developing online multimedia newsrooms.
Analyzing the effects of social media on the hospitality industryBookStoreLib
This document analyzes the effects of social media on the hospitality industry from a consumer perspective. It discusses how social media has changed communication and allowed two-way interaction between businesses and customers. Many hotels are shifting marketing strategies from traditional methods to social media, which provides real-time feedback and engagement at low cost. The growth of social media users globally, especially through mobile access, means the hospitality industry must embrace social media platforms to build their brand and remain competitive.
Dissertation - The effect of the communication an and attendees' age on event...Clémence Boitet
This dissertation examines factors that influence adoption of mobile apps for music festivals. It analyzes 10 festival apps and conducts a survey of 100 attendees. The study finds that an app's communication plan and an attendee's age strongly impact whether they download the app. Specifically, using the right communication channels (e.g. Facebook) at optimal times according to the attendee's age increases download rates. The dissertation concludes that targeting communications strategically based on attendee demographics allows event organizers to better predict app adoption and financial returns from app promotion.
How to-domesticate-the-multichannel-monster 27.11.2012STIinnsbruck
This document discusses the challenges organizations face with communicating through the growing number of online communication channels, which the authors call "the multi-channel monster". It proposes a semantic communication architecture called SCEI that separates content from channels and uses semantic technologies to disseminate content across multiple channels. The architecture provides workflow assistance, implements communication patterns, and integrates crowdsourcing to enable one-click publishing to many marketing channels. It discusses applying this approach to collaboration applications like advertising, customer relationship management, and opportunities/challenges in eTourism.
New Media and Social networking present new set of risks, challenges, and opportunities to Corporations in the management of the reputations. This presentation briefly covers the areas of risk, their source, and the steps required to combat them.
--
Impact of social branding on purchase intention: An empirical study of social...Sparkles Soft
Impact of social branding on purchase intention: An empirical study of social media websites.
Writer
Jahanzeb Khan
SPARKLES SOFT
www.sparklessoft.com
MobileWhatsApp/Viber: 00923004604250
00923124604250
Skype sparkles.soft
Vonage/Viber 00923004604250
thesis help, uk dissertation help, custom thesis writing in uk, uk mba thesis,
This paper reviews influential studies on the interactive web and interactive advertising published in the Journal of Advertising Research over the past 15 years. These studies have helped establish interactive advertising as a new discipline and explored various themes, including the web as an advertising medium, display advertising, interactive media planning, electronic word of mouth, web integration with other media, and new advertising concepts and models. The studies analyzed characteristics of the web, user perceptions and behaviors, and relationships between interactive features and website popularity and effectiveness. They advanced understanding of the interactive advertising field and may inspire future research.
Inspirational Customer Dialogues - IKEA Catalogue [PAPER]Tom De Ruyck
The document discusses using online communities as a research tool to evaluate IKEA's yearly catalog. A qualitative study was conducted through online communities in 5 countries to understand reactions to IKEA's 2013 catalog and possible covers for the 2014 edition. The communities allowed researchers to triangulate data from different customer types, research methods, environments, and perspectives. This provided a more comprehensive understanding compared to traditional focus groups. Key benefits of the online communities included obtaining insights from more diverse participants over a longer period, combining various research techniques, and involving participants in additional testing and evaluation stages. The communities served as a flexible, cost-effective "fusion research tool" to holistically evaluate IKEA's iconic catalog.
This document discusses insights into the implementation of mobile marketing campaigns. It presents a theoretical model of the mobile marketing campaign development process consisting of four phases: 1) campaign design, 2) campaign development, 3) campaign execution, and 4) tracking, analysis, and reporting. It then uses a case study method to analyze the implementation of three mobile marketing campaigns and confirms the theoretical model while adding new elements.
More info http://shuanliu.net
Objective:
Planning a social media campaign of 7 weeks in summer for 13-17 year olds who go to cinema and share their cinema experience.
Challenge:
Teenagers choose cheaper online platform to watch plenty of films.
Solution:
Together is better.
Using the popular app “Musical.ly” makes interesting videos with summer films for teen’s competition.
The marketing group surveyed 62 Mizzou students to help their client, Socket, better understand how to market internet services to college students. Key findings included:
- Half of respondents lived in East/West campus houses, a prime target area for Socket.
- Over 45% used Mediacom as their provider and over 33% used CenturyLink, Socket's top competitors.
- The average monthly internet bill was $88, showing Socket's pricing is competitive.
- Only 10 respondents had heard of Socket, mostly through personal connections rather than advertising.
- Students preferred advertising through campus events, apps, and word of mouth over traditional media.
The group recommended Socket target East/West campus residents and current
Display versus Email – The SEAT Ibiza ST campaign illustrating how to effecti...Retelur Marketing
eCircle de la mano de Nielsen nos traen este informe comparativo que analiza a través de una campaña real (el lanzamiento del nuevo Seat Ibiza ST) la efectividad de la publicidad display en comparación con el email marketing. (inglés)
A presentation for the lovely students studying Advertising Management & Campaigns Project (ADV30002) at Swinburne University of Technology on Thursday, 20th March 2014.
This is a great initiative organised by lecturer, Mr David Reid.
Today, we will cover the following agenda items:
- Introduction
- Relationships
- Digital update & opportunities
- 5 step work-flow
- Q&A's
If you have any questions, please contact me on:
damus@puglifeadsolutions.com.au
The European Commitment to Wilderness - Report from Prague by Dr. Frantisek PelcWILD Foundation
Dr. Frantisek Pelc, Deputy Minister of the Environment - Director of Nature and Landscape Protection of The Czech Republic, spoke during the Saturday (7 November) WILD9 plenary on Global Wilderness Commitments, specifically on "The European Commitment to Wilderness - Report from Prague.
This document discusses ideas for short thriller films and provides context on conventions in the thriller genre. It includes four initial ideas pitched by individuals - one involving a flashback of a girl being chased, another involving a police investigation of a rape and murder, a third centered around family photos dropping from the sky, and a fourth involving blood-stained photos telling a mystery story. It then discusses the target teenage and adult audience, and provides examples of camera work and tension-building techniques from other thriller openings like Memento. The document concludes with a final idea called "Soul" involving locations where a lady will be attacked and a man looks at photos of the lady before seeing a figure in the bathroom.
Dokumen tersebut membahas tentang stream input/output dalam Java, termasuk definisi stream karakter dan byte, class-class dasar untuk membaca dan menulis file seperti File, Reader, Writer, InputStream, dan OutputStream, serta contoh penggunaan class-class tersebut untuk memindahkan file."
Bab 2 membahas tentang memulai pemrograman mobile dengan J2ME menggunakan NetBeans dan Wireless Toolkit. Terdapat penjelasan tentang membuat proyek baru, membuat MIDlet pertama dengan "Hello World", mengkompilasi, mempaketkan, dan menjalankan MIDlet di emulator menggunakan dua alat tersebut.
The document discusses the use of the Oedipus myth in film. It explores classical versions of the myth, Sigmund Freud's theory of the Oedipus complex, and several films that draw on the myth and psychoanalytic theory. The films analyzed include Pier Paolo Pasolini's "Edipo re", Alfred Hitchcock's "Spellbound", Alan Parker's "Angel Heart", and Woody Allen's comedy that combines elements of Greek theater and tragedy. The document argues that the universal themes of the Oedipus myth remain relevant because they reflect deep aspects of human nature and psychology.
This document provides instructions for Lab 4 of an information systems design course. The lab aims to build experience with fundamental PHP functions related to arrays, strings, and regular expressions. Students will modify PHP code snippets to work with multi-dimensional arrays, define and call functions, and perform string operations like searching and replacing text. The lab consists of 4 steps involving PHP code to demonstrate various PHP features and concepts.
This is the slide deck from my webinar this morning discussing infographic marketing as a strategy to build strong social signals and backlinks to a website.
The impact of online advertising on consumer buying behaviour towards mobile ...rahul_yadav96
This document provides an overview of a research paper on the impact of internet advertising on consumer buying behavior towards mobile phones. The paper includes 10 chapters that discuss topics such as the concept of online advertising, the growth of internet and mobile phone users in India, the objectives and scope of the research, a literature review on related topics, the research methodology, data analysis and findings, a SWOT analysis, challenges faced by the online advertising industry in India, and conclusions and recommendations. The research aims to study the effectiveness, reliability and relationship between internet advertising and purchase decisions for mobile phones. A survey was conducted of 100 respondents to collect primary data on their experiences with internet advertising.
The document provides an overview of internet marketing and discusses:
1) It defines internet marketing and discusses common strategies like search engine marketing, display advertising, email marketing, and social media marketing.
2) It outlines the history and evolution of internet technology and how it has revolutionized business practices.
3) It discusses advantages of internet marketing like low costs, global reach, and ability to target audiences based on behaviors.
This document discusses the evolution of online advertising and marketing strategies. It provides background on how online advertising developed from early banner ads in the 1990s to today's diverse online marketing approaches. Key points discussed include:
- Online advertising started with banner ads but has expanded to include paid search results, social media marketing, and integrating online and offline advertising strategies.
- Technologies like tracking IP addresses allow online platforms to learn more about users than traditional media, enabling targeted advertising.
- Successful companies now take a customer-centric approach, using social media to engage customers and build long-term relationships rather than just focusing on transactions.
- Modern marketing recognizes that customers are in control, so strategies must start by understanding customer
1. Advertising spend is experiencing its biggest decline in history while online advertising revenue is also decreasing.
2. The study examines the impact of various communication channels, including traditional (TV, print, radio) and online (display ads, search ads) on key metrics like registrations and sales for an online social network.
3. The results show that TV advertising has the strongest impact on the social network's registrations and sales, more so than other traditional or online channels, demonstrating that traditional media can enhance new media for an online brand.
The document describes Dynamic Logic's Media Synergy Studies methodology for quantifying the effectiveness of integrated marketing campaigns combining online and offline media channels. The methodology utilizes AdScout tracking and surveys to determine exposure to ads across media, compare groups with different exposure combinations to a control group, and correlate exposure with branding metrics. Respondents are recruited online to obtain a sample exposed to online ads, and surveys include questions tailored to specific campaign details to measure offline exposure.
This document discusses an advertising product called "Earn Cash Yearly" or "Make Money With Google" that claims to teach a secret method for making money using Google Adsense and Clickbank. The reviewer critiques the sales page, noting that Adsense and Clickbank are not unique or secret platforms. The reviewer is skeptical of claims that one can set everything up in a day and begin making thousands, as the process typically requires more time and effort. The reviewer does not recommend or affiliate with this product.
Growing global competition,saturated markets and media
fragmentation are putting more pressure on marketersto
justify how they spend their marketing budgets. Digital has
proved to be a unique and flexible medium that can deliver
across all areas of marketing communication and within the
entire purchase funnel.
We’ve come a long way since the first online advertising
banner wassold and displayed. What began with the humble
fullsize banner has evolved into hundreds of online ad formats.
New media advertising offers multiple opportunities and
benefitsthat traditional media do not; it isthe ability to target
audiences precisely and accountability through measurement
that we are most concerned with in this white paper.
"Brand advertising and digital" an IAB Europe - White Papercomms planning
This document discusses the effectiveness of digital advertising for brand building campaigns. It argues that while digital is often seen as only effective for direct response goals, display advertising can positively impact brand metrics like awareness, perception, and sales. Research shows that display advertising affects consumers throughout the entire purchase funnel, and is 20 times more likely to drive online behavior than just clicks. Various studies demonstrate digital advertising's significant impact on brand metrics and how its targeting capabilities allow it to reach audiences more efficiently than traditional media. The document advocates for shifting more marketing budgets to digital and using cross-media strategies to maximize effectiveness.
This document discusses online marketing techniques. It covers search engine optimization (SEO), display advertising, viral marketing, interactive marketing, social media optimization, and mobile marketing. It also discusses integrated marketing communications online. Some key points made in the document include that online marketing allows for lower cost distribution of information globally, it is interactive in nature allowing instant response, and it allows for easy tracking of statistics. Both push and pull techniques are used in online marketing.
Internet advertising an interplay among advertisers,online publishers, ad exc...Trieu Nguyen
Internet Advertising An Interplay among Advertisers,Online Publishers, Ad Exchanges and Web Users, Computational Advertising, contextual advertising, sponsored search, user behaviour targeting
This document provides information about an internet advertising campaign called "Chai Pe Charcha" conducted by the BJP party in India to promote their prime ministerial candidate Narendra Modi. The campaign involved discussions over tea between Modi and voters in 1000 locations that were broadcast online and on social media. The objectives were to have conversations on local issues, gather input to develop customized election platforms, and generate positive word of mouth for Modi and BJP through social sharing. The campaign combined online media like Facebook, satellite TV, mobile phones and the internet with out of home advertising like banners to maximize reach and drive engagement through synchronized multi-channel promotion.
Who, What, Why, and how computerize advancing AkramKhan68669
Digital marketing, also called online marketing, refers to all marketing efforts that occur on the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers. This also includes communication through text or multimedia messages.
A seasoned inbound marketer might say inbound marketing and digital marketing are virtually the same thing, but there are some minor differences. And conversations with marketers and business owners in the U.S., U.K., Asia, Australia, and New Zealand, I've learned a lot about how those small differences are being observed across the world
Eric Schmidt discussed the future of online advertising and information. He said the market will decide what interests people and that change is happening faster than ever. The new online advertising models are real-time, iterative, and focused on what users want based on their behaviors. The future of information will be the democratization of information with free flow of ideas and knowledge for all.
Eric Schmidt discussed the future of online advertising and information. He said the market will decide what interests people and that change is happening faster than ever. The new online advertising models are real-time, iterative, and focused on what users want based on their behaviors.
Eric Schmidt discussed the future of online advertising and information. He said everything is changing faster than ever before and the market will decide what interests people have. The new online advertising models are real-time and iterative, with customers having more choice and control over what they see.
Eric Schmidt discussed the future of online advertising and information. He said everything is changing faster than ever before and the market will decide what interests people have. The new online advertising models are real-time and iterative, with customers having more choice and control over their experience.
This document discusses the development of mobile applications to extend the reach of Extension programs. It provides examples of several apps created by Extension to address issues in agriculture, parenting, and education. The apps were designed to simplify data collection and resource access for users on mobile devices. By making Extension resources more accessible and usable on mobile platforms, these apps allow for more efficient resource delivery and optimized management practices.
This document provides a help and tutorial for TopStyle Pro version 3.11. It covers getting started with TopStyle, editing style sheets and HTML/XHTML, working with colors, previews, validation, site management, reports, mappings, customization, and third-party integration. It also includes appendices on CSS basics and tips, TopStyle tips and tricks, style sheet resources, keyboard shortcuts, and regular expressions.
TopStyle Help & <b>Tutorial</b>tutorialsruby
This document provides a table of contents for the TopStyle Pro Help & Tutorial, which teaches how to use the TopStyle software for editing style sheets and HTML/XHTML documents. It lists over 50 sections that provide explanations and instructions for features like creating and opening files, editing styles, working with colors, previews, validation, site management, reports and customizing the software. The document was created by Giampaolo Bellavite from the online help provided with TopStyle version 3.11.
The Art Institute of Atlanta IMD 210 Fundamentals of Scripting <b>...</b>tutorialsruby
This document provides the course outline for IMD 210 Fundamentals of Scripting Languages at The Art Institute of Atlanta during the Spring 2005 quarter. The course focuses on integrating programming concepts with interface design using scripting languages like JavaScript and CSS. It will cover topics like DOM, CSS layout, JavaScript variables, conditionals, and events. Students will complete 4 assignments including redesigning existing websites, and there will be weekly quizzes, a midterm, and final exam. The course is worth 4 credits and meets once a week for class and lab.
This document provides the course outline for IMD 210 Fundamentals of Scripting Languages at The Art Institute of Atlanta during the Spring 2005 quarter. The course focuses on integrating programming concepts with interface design using scripting languages like JavaScript and CSS. It will cover topics like DOM, CSS layout, JavaScript variables, conditionals, and events. Students will complete 4 assignments including redesigning existing websites, and there will be weekly quizzes, a midterm, and final exam. The course is worth 4 credits and meets once a week for class and lab.
The group aims to bridge gaps between peer-to-peer database architectures and scaling multimedia information retrieval. They develop a probabilistic multimedia database system with abstraction layers for applications and researchers. They also research challenges of peer-to-peer networks for distributed data management. Both lines are supported by the MonetDB platform to exploit custom hardware and adaptive query optimization. The goal is a modular solution linking theoretical optimal solutions to application demands under resource limitations.
Standardization and Knowledge Transfer – INS0tutorialsruby
The group aims to bridge gaps between peer-to-peer database architectures and scaling multimedia information retrieval. They develop a probabilistic multimedia database system with abstraction layers and a flexible model. They also research challenges of peer-to-peer networks for distributed data management. Both lines are supported by the MonetDB platform to exploit custom hardware and adaptive query optimization. The goal is a modular solution linking theoretical optimal solutions to application demands under resource limitations.
This document provides an introduction to converting HTML documents to XHTML, including the basic syntax changes needed like making all tags lowercase and closing all tags. It provides examples of correct XHTML markup for different tags. It also explains the new DOCTYPE declaration and shows a sample well-formed XHTML document incorporating all the discussed changes. Resources for learning more about XHTML are listed at the end.
This document provides an introduction to converting HTML documents to XHTML, including the basic syntax changes needed like making all tags lowercase and closing all tags. It provides examples of correct XHTML markup for different tags. It also explains the new DOCTYPE declaration and shows a sample well-formed XHTML document incorporating all the discussed changes. Resources for learning more about XHTML are listed at the end.
XHTML is a markup language that provides structure and semantics to web pages. It is based on XML and is more strict than HTML. XHTML pages must have a document type definition, html and head tags, and a body where the visible content goes. Common XHTML tags include paragraphs, lists, links, images, and divisions to logically separate content. While XHTML provides structure, CSS is used to style pages and control visual presentation by defining rules for tags. CSS rules are defined in external style sheets to keep presentation separate from structure and content.
XHTML is a markup language that provides structure and semantics to web pages. It is based on XML and is more strict than HTML. XHTML pages must have a document type definition, html and head tags, and a body where the visible content goes. Common XHTML tags include paragraphs, lists, links, images, and divisions to logically separate content. While XHTML provides structure, CSS is used to style pages and control visual presentation through rules that target specific XHTML elements.
This document discusses how to create and use external cascading style sheets (CSS) in Dreamweaver. It provides steps to:
1. Open the CSS Styles tab in Dreamweaver and create a new external CSS stylesheet using a sample text style.
2. Save the stylesheet and link it to a new HTML page to style elements like headings, text sizes, and boxes.
3. Edit existing styles by selecting a tag in the CSS Styles panel and modifying properties directly, or by clicking the tag and using the pencil icon to edit in a window. This allows customizing styles globally across all linked pages.
This document provides an overview of how to create and use cascading style sheets (CSS) in Dreamweaver. It describes the different types of style sheets, including external and internal style sheets. It outlines the steps to create an external style sheet in Dreamweaver using the CSS Styles panel and provides instructions for linking the external style sheet to an HTML page. The document demonstrates how to experiment with predefined styles and how to edit, add, and delete styles in the CSS stylesheet.
This document appears to be a weekly update from an intro to computer science course. It includes summaries of classmates' demographics, comfort levels, and prior experience. It also discusses time spent on problem sets and recommends upcoming courses in CS51 and CS61. Finally, it recommends reading on TCP/IP, HTTP, XHTML, CSS, PHP, SQL and using the bulletin board for questions.
This document appears to be a weekly update from an intro to computer science course. It includes summaries of classmates' demographics, comfort levels, and prior experience. It also discusses time spent on problem sets and recommends upcoming courses in CS51 and CS61. Finally, it recommends reading on topics like TCP/IP, HTTP, XHTML, CSS, PHP, SQL and using bulletin boards, and includes images related to these topics.
The document discusses how to use Cascading Style Sheets (CSS) with Corvid Servlet Runtime templates to control formatting and layout. CSS allows separating design from content, making templates simpler and easier to maintain. It also enables adapting appearance for different devices. The document provides examples of using CSS classes to style template elements and explains how to set up a demo system using the included CSS and templates.
The document discusses how to use Cascading Style Sheets (CSS) with Corvid Servlet Runtime templates to control formatting and layout. CSS allows separating design from content, making templates simpler and easier to maintain. It also enables customization of appearance for different devices. The document provides examples of how to apply CSS classes and rules to Corvid template elements to control fonts, colors, positioning and more.
The document provides an introduction to CSS and how it works with HTML to control the presentation and styling of web page content. It explains basic CSS concepts like selectors, properties and values, and how CSS rules are used to target specific HTML elements and style them. Examples are given of common CSS properties and selectors and how they can be used to style elements and format the layout of web pages.
The document introduces CSS and how it works with HTML to separate content from presentation, allowing the styling of web pages through rules that target HTML elements. It explains CSS syntax and various selectors like type, class, ID, and descendant selectors. Examples are provided of how CSS can be used to style properties like color, font, padding, and layout of elements on a page.
Cascading Style Sheets (CSS) allow users to define how HTML elements are presented on a page. CSS enables changing the appearance and layout of an entire website by editing just one CSS file. CSS uses selectors to apply styles to HTML elements via properties and values. Styles can be defined internally in HTML or externally in CSS files. CSS can control text formatting, colors, spacing, positioning and more to achieve visual consistency across web pages.
Cascading Style Sheets (CSS) allow users to define how HTML elements are presented on a page. CSS enables changing the appearance and layout of an entire website by editing just one CSS file. CSS uses selectors to apply styles to HTML elements via properties and values. Styles can be defined internally in HTML or externally in CSS files. CSS can control text formatting, colors, spacing, positioning and more to achieve visual consistency across web pages.
zkStudyClub - LatticeFold: A Lattice-based Folding Scheme and its Application...Alex Pruden
Folding is a recent technique for building efficient recursive SNARKs. Several elegant folding protocols have been proposed, such as Nova, Supernova, Hypernova, Protostar, and others. However, all of them rely on an additively homomorphic commitment scheme based on discrete log, and are therefore not post-quantum secure. In this work we present LatticeFold, the first lattice-based folding protocol based on the Module SIS problem. This folding protocol naturally leads to an efficient recursive lattice-based SNARK and an efficient PCD scheme. LatticeFold supports folding low-degree relations, such as R1CS, as well as high-degree relations, such as CCS. The key challenge is to construct a secure folding protocol that works with the Ajtai commitment scheme. The difficulty, is ensuring that extracted witnesses are low norm through many rounds of folding. We present a novel technique using the sumcheck protocol to ensure that extracted witnesses are always low norm no matter how many rounds of folding are used. Our evaluation of the final proof system suggests that it is as performant as Hypernova, while providing post-quantum security.
Paper Link: https://eprint.iacr.org/2024/257
Have you ever been confused by the myriad of choices offered by AWS for hosting a website or an API?
Lambda, Elastic Beanstalk, Lightsail, Amplify, S3 (and more!) can each host websites + APIs. But which one should we choose?
Which one is cheapest? Which one is fastest? Which one will scale to meet our needs?
Join me in this session as we dive into each AWS hosting service to determine which one is best for your scenario and explain why!
Essentials of Automations: Exploring Attributes & Automation ParametersSafe Software
Building automations in FME Flow can save time, money, and help businesses scale by eliminating data silos and providing data to stakeholders in real-time. One essential component to orchestrating complex automations is the use of attributes & automation parameters (both formerly known as “keys”). In fact, it’s unlikely you’ll ever build an Automation without using these components, but what exactly are they?
Attributes & automation parameters enable the automation author to pass data values from one automation component to the next. During this webinar, our FME Flow Specialists will cover leveraging the three types of these output attributes & parameters in FME Flow: Event, Custom, and Automation. As a bonus, they’ll also be making use of the Split-Merge Block functionality.
You’ll leave this webinar with a better understanding of how to maximize the potential of automations by making use of attributes & automation parameters, with the ultimate goal of setting your enterprise integration workflows up on autopilot.
Your One-Stop Shop for Python Success: Top 10 US Python Development Providersakankshawande
Simplify your search for a reliable Python development partner! This list presents the top 10 trusted US providers offering comprehensive Python development services, ensuring your project's success from conception to completion.
The Microsoft 365 Migration Tutorial For Beginner.pptxoperationspcvita
This presentation will help you understand the power of Microsoft 365. However, we have mentioned every productivity app included in Office 365. Additionally, we have suggested the migration situation related to Office 365 and how we can help you.
You can also read: https://www.systoolsgroup.com/updates/office-365-tenant-to-tenant-migration-step-by-step-complete-guide/
Ivanti’s Patch Tuesday breakdown goes beyond patching your applications and brings you the intelligence and guidance needed to prioritize where to focus your attention first. Catch early analysis on our Ivanti blog, then join industry expert Chris Goettl for the Patch Tuesday Webinar Event. There we’ll do a deep dive into each of the bulletins and give guidance on the risks associated with the newly-identified vulnerabilities.
Main news related to the CCS TSI 2023 (2023/1695)Jakub Marek
An English 🇬🇧 translation of a presentation to the speech I gave about the main changes brought by CCS TSI 2023 at the biggest Czech conference on Communications and signalling systems on Railways, which was held in Clarion Hotel Olomouc from 7th to 9th November 2023 (konferenceszt.cz). Attended by around 500 participants and 200 on-line followers.
The original Czech 🇨🇿 version of the presentation can be found here: https://www.slideshare.net/slideshow/hlavni-novinky-souvisejici-s-ccs-tsi-2023-2023-1695/269688092 .
The videorecording (in Czech) from the presentation is available here: https://youtu.be/WzjJWm4IyPk?si=SImb06tuXGb30BEH .
What is an RPA CoE? Session 1 – CoE VisionDianaGray10
In the first session, we will review the organization's vision and how this has an impact on the COE Structure.
Topics covered:
• The role of a steering committee
• How do the organization’s priorities determine CoE Structure?
Speaker:
Chris Bolin, Senior Intelligent Automation Architect Anika Systems
Discover top-tier mobile app development services, offering innovative solutions for iOS and Android. Enhance your business with custom, user-friendly mobile applications.
For the full video of this presentation, please visit: https://www.edge-ai-vision.com/2024/06/how-axelera-ai-uses-digital-compute-in-memory-to-deliver-fast-and-energy-efficient-computer-vision-a-presentation-from-axelera-ai/
Bram Verhoef, Head of Machine Learning at Axelera AI, presents the “How Axelera AI Uses Digital Compute-in-memory to Deliver Fast and Energy-efficient Computer Vision” tutorial at the May 2024 Embedded Vision Summit.
As artificial intelligence inference transitions from cloud environments to edge locations, computer vision applications achieve heightened responsiveness, reliability and privacy. This migration, however, introduces the challenge of operating within the stringent confines of resource constraints typical at the edge, including small form factors, low energy budgets and diminished memory and computational capacities. Axelera AI addresses these challenges through an innovative approach of performing digital computations within memory itself. This technique facilitates the realization of high-performance, energy-efficient and cost-effective computer vision capabilities at the thin and thick edge, extending the frontier of what is achievable with current technologies.
In this presentation, Verhoef unveils his company’s pioneering chip technology and demonstrates its capacity to deliver exceptional frames-per-second performance across a range of standard computer vision networks typical of applications in security, surveillance and the industrial sector. This shows that advanced computer vision can be accessible and efficient, even at the very edge of our technological ecosystem.
Programming Foundation Models with DSPy - Meetup SlidesZilliz
Prompting language models is hard, while programming language models is easy. In this talk, I will discuss the state-of-the-art framework DSPy for programming foundation models with its powerful optimizers and runtime constraint system.
Skybuffer SAM4U tool for SAP license adoptionTatiana Kojar
Manage and optimize your license adoption and consumption with SAM4U, an SAP free customer software asset management tool.
SAM4U, an SAP complimentary software asset management tool for customers, delivers a detailed and well-structured overview of license inventory and usage with a user-friendly interface. We offer a hosted, cost-effective, and performance-optimized SAM4U setup in the Skybuffer Cloud environment. You retain ownership of the system and data, while we manage the ABAP 7.58 infrastructure, ensuring fixed Total Cost of Ownership (TCO) and exceptional services through the SAP Fiori interface.
Digital Banking in the Cloud: How Citizens Bank Unlocked Their MainframePrecisely
Inconsistent user experience and siloed data, high costs, and changing customer expectations – Citizens Bank was experiencing these challenges while it was attempting to deliver a superior digital banking experience for its clients. Its core banking applications run on the mainframe and Citizens was using legacy utilities to get the critical mainframe data to feed customer-facing channels, like call centers, web, and mobile. Ultimately, this led to higher operating costs (MIPS), delayed response times, and longer time to market.
Ever-changing customer expectations demand more modern digital experiences, and the bank needed to find a solution that could provide real-time data to its customer channels with low latency and operating costs. Join this session to learn how Citizens is leveraging Precisely to replicate mainframe data to its customer channels and deliver on their “modern digital bank” experiences.
Conversational agents, or chatbots, are increasingly used to access all sorts of services using natural language. While open-domain chatbots - like ChatGPT - can converse on any topic, task-oriented chatbots - the focus of this paper - are designed for specific tasks, like booking a flight, obtaining customer support, or setting an appointment. Like any other software, task-oriented chatbots need to be properly tested, usually by defining and executing test scenarios (i.e., sequences of user-chatbot interactions). However, there is currently a lack of methods to quantify the completeness and strength of such test scenarios, which can lead to low-quality tests, and hence to buggy chatbots.
To fill this gap, we propose adapting mutation testing (MuT) for task-oriented chatbots. To this end, we introduce a set of mutation operators that emulate faults in chatbot designs, an architecture that enables MuT on chatbots built using heterogeneous technologies, and a practical realisation as an Eclipse plugin. Moreover, we evaluate the applicability, effectiveness and efficiency of our approach on open-source chatbots, with promising results.
1. 1
An Effectiveness Study of Online Advertising Models
Juan E. Gilbert, Ph.D. Yuehua Lin, M.S.
Auburn University Auburn University
Human Centered Computing Lab Human Centered Computing Lab
Computer Science & Software Engineering Computer Science & Software Engineering
107 Dunstan Hall 107 Dunstan Hall
Auburn, AL 36849 Auburn, AL 36849
+1 334 844 6316
gilbert@eng.auburn.edu
Abstract: The Web has become an important advertising medium and online advertising
has been growing rapidly. However, research on how to create effective and innovate
online advertising models and how to evaluate the effectiveness of online advertising
models has not kept pace with the widespread of online advertising. This research aims to
propose and implement two creative online advertising models: the background sound
model and a hybrid model. An experiment was conducted to measure the effectiveness of
the background sound model and the hybrid model by comparing them to the banner,
pop-up and pop-under models. A set of metrics were defined to measure advertisement
recall and recognition as well as branding efficacy.
1. Introduction
The emergence and ubiquity of the Internet has proven itself of having huge
potential as an advertising medium. Online advertising has been the fastest growing part
inside the whole advertising industry. As an interdisciplinary research field, Online
advertising needs support from different disciplines such as business, psychology and
computer science. Unfortunately, the research on online advertising is still remarkably
scarce. Rare conclusions can be found to answer questions like “What ad form will be the
2. 2
most effective and what should be in the ad.” The current limitation of online advertising
may be concluded as:
(1) The form of online advertising is still insufficient. As is known, the widely
used online advertising models are only banner, pop-up and pop-under. The effectiveness
of these models are still not satisfatory to advertisers.
(2) Although there are various evaluation activities involved in compaigns and
experiments, it is still difficult to determine the performance of current online advertising
models. More and more evaluation experience is still required to establish universally
accepted and well approved measurement methodologies and techniques for online
advertising.
(3) Most research studies tested the effectiveness of a single model. Little
research has been down on evaluating and comparing two or more online advertising
models. To help advertisers to select appropriate and effective advertising models, it is
necessary to carry out comparison studies among different online advertising models.
Therefore, it is time to introduce more creative components such as sound,
animation and streaming media to online advertising, by which designers can design and
implement new online advertising models. Also, because our knowledge of what factors
can affect the success of online advertising is limited, it is necessary and valuable to
conduct experiments to evaluate the online advertising models. The findings will be
useful to establish standards and guidelines of online advertising.
This paper aims to present two new online advertising models: a background
sound model and a hybrid model. In the background sound model, sound is the only
vehicle to convey advertising information. In the hybrid model, advertising information is
3. 3
conveyed via the combination of banner, pop-up, pop-under and background sound. In
the empirical part of this research, five online advertising models (banner, pop-up, pop-
under, background sound and hybrid) were tested to see their effectiveness on advertising
recall and recognition as well as brand recall and recognition. How these models annoy
the Web users was also measured in the experiment. From this empirical study, the
performance of banner, pop-up, pop-under, background sound and hybrid were evaluated
and compared.
2. New Online Advertising Approaches
Currently, the most common online advertising models are banner, pop-up and
pop-under. A banner is typically a static or dynamic image in the Web page; a pop-up is a
new displayed browser window that appeared when the Web page is loaded; a pop-under
is similar to a pop-up except that it always hides behind the loaded Web page. Although
these models are used widely, they are still considered ineffective because of their
disadvantages. For example, banners are easy to ignore; pop-up and pop-under
advertisements are often perceived as an annoying and intrusion. With the emergence of
new technologies such as streaming media and rich media, integrating sound and multiple
media into online advertising is a mainstream. The following sections discuss the new
online advertising models: the background sound model and the hybrid model.
2.1 The Background Sound Online Advertising Model
Considered one of the most important and widely used media for communication
and information dissemination, sound is incorporated into online advertising to build a
new online advertising model: the background sound model. The background sound
model tries to take advantage of human hearing to subliminally appeal to viewers. This
4. 4
model plays advertisements in the form of streaming audio while users are viewing Web
pages. In general, the embedded audio ad begins to play as soon as the Web page loads.
Compared to other online advertising models, background sound ads have the following
distinct advantages:
(1) Sound can convey information efficiently. In other words, sound can convey a
vast amount of information at a relatively high speed. A landmark study by Chapanies
found that modes of communication that included voice were much faster than those that
did not. In the Computer-Supported Cooperative Work (CSCW) community, there have
been a number of compelling demonstrations of the power of voice communication
(Zhang, Wolf, Daijavad, and Touma, 1998).
(2) Sound allows human computer interaction to occur in a natural and emotional
way to communicate. As a medium of sound, audio has the ability to emotionally involve
customers with advertising (Gusco, 2001). By providing a rich audio environment in
which to engage, entertain and interact with customers, audio advertising could be a
better way to communicate a message to a user.
(3) Streaming audio has two advantages over streaming video. First, streaming
audio needs considerably less bandwidth to achieve high quality than streaming video.
Secondly, users can access streaming audio even when they are working, playing games
or surfing the net. This facilitates the design and implementation of subliminal
advertising, which is a technique of exposing consumers to advertising stimuli without
the consumers having conscious awareness. Because customers are believed to decode
the information and act upon it without being able to acknowledge a communication
stimulus, subliminal advertising can minimize its annoyance.
5. 5
(4) Background sound ads generally don’t occupy any screen space. Therefore,
Web pages have more space for Web designers to design visually appealing Websites. At
the same time, sound can convey a considerable amount of information without wasting
any screen resource.
According to the above analysis, background sound is a promising model for
online advertising. With the widespread of streaming media technology, background
sound advertising will be more accepted and applied.
2.2 The Hybrid Online Advertising Model
The hybrid model combines different individual online models. It can mix banner,
pop-up, pop-under or background sound. The goal of the hybrid model is to get optimal
combination of different online advertising models so as to take advantage of the strength
of these models and overcome the weakness of them individually. Obviously, this model
has its distinct advantages:
(1) Any given Web site could feasibly employ combined model advertising where
specific Web pages use specific models. For example, a pop-up ad is not appropriate for a
Web page that has a pop-up window as its content. Otherwise, it is possible to cause
confusion in the viewers because it is hard to distinguish which pop-up window is the
content or the ad within a glimpse. The relative weighting of each individual model is
adjustable, and can be modified during campaign or experiment to increase hybrid
advertisements’ effectiveness.
(2) The hybrid model accommodates more interactivity and technological
flexibility. The hybrid model generally combines different online advertising models,
6. 6
which expands its capacity to accommodate different types of objects such as rich media
and digital creative technologies. An optimal combination of more than one model should
be able to maximize the effectiveness and minimize the annoyance of online advertising.
Defining the background sound and hybrid advertising models alone is not good
enough. The models must be evaluated through experimentation to determine their
effectiveness.
3. Experiment and Analysis
To discover the performance of the background sound and the hybrid models by
comparing them to the banner, pop-up and pop-under models, an experiment was
conducted to evaluate the effectiveness of these five models. It was expected that the
background sound and hybrid models could have better recall and recognition
effectiveness than the banner, pop-up and pop-under models.
3.1 Method
Materials
In this research, advertisements were designed for a wireless service provider:
CDS. It is a fictitious brand that can guarantee the experiment participants have no
awareness of this brand prior to this study, so we can eliminate the influence of
awareness difference. Five online advertising models were implemented: banner, pop-up,
pop-under, background sound and hybrid. Each model contains four advertisements for
CDS. These four advertisements convey the same information, although they are in
different models. The advertisements are embedded in a JavaScript Web tutorial. They
are also located on the same Web pages in different models. Therefore, we can guarantee
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three identities among these five models. (1) They convey almost the same information
such as product/service category, the brand, and advertising message. Therefore, all
models delivered the same advertising contents. (2) They are embedded in the same Web
pages in a Web tutorial. (3) The total exposure of each advertisement is the same. These
identities minimize the differences caused by other factors like the advertisement
contents. Figure 1 contains a sample illustration of the banner advertising model used in
this experiment. Figure 2 contains a sample illustration of the pop-up advertising model.
Figure 3 has a pop-under advertisement. Because pop-under advertisements appear
behind the main browser window, it can only be seen in the task bar at the bottom. When
the main browser window is closed, the pop-under advertisement becomes visible, see
figure 4. The background sound advertisement has no visual appearance, it operates
using sound. The hybrid model uses combinations of all of the models.
Figure 1: Illustration of a Banner Advertisement
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Figure 2: Illustration of a Pop-up Advertisement
Figure 3: Illustration of a Pop-under Advertisement
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Figure 4: Illustration of a Pop-under Advertisement closing the main browser window.
Participants and Procedures
Participants for this experiment were Computer Science students enrolled in an
introductory programming language course. They could be considered as Web users with
similar experience. They were divided into five groups randomly and these five groups
were involved in the test of the five ad models respectively. The participants who did the
advertisement experiment and gave their feedback were also called respondents.
Participants were told that the purpose of this experiment was to learn JavaScript
using a Web tutorial. The participants were not aware that the experiment was an online
advertising experiment. They worked alone to read this tutorial during 30 to 40 minutes,
which displayed or played the ads in one of the models. After they finished their reading,
they were given a quiz on JavaScript. At the end of the experiment, participants were
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interviewed and asked if they saw or heard any ads during their JavaScript tutorial. If
they answered “yes”, they were asked to answer questions on a questionnaire related to
the advertisements. Upon completion, they were told not to talk to their classmates about
the experiment to make sure that all participants had an equal amount of knowledge of
the experiment coming into it.
Measurement
Today, there is an increasing usage of metrics on consumer’s attitude, branding
effect and advertisement recall and recognition in evaluating online advertising
effectiveness (Higie, Sweall, 1991; Sukpanich, Chen, 1998). To evaluate the
effectiveness of ads in different models, three metrics were employed: Ad
recall/recognition, Brand recall/recognition and annoyance to this experiment. Ad
recall/recognition is the major metric of this experiment; brand recall/recognition is a
subset of ad recall/recognition for evaluating the branding effects; Annoyance is a general
attitude for the online advertising models, which is also an important factor affecting the
ad effectiveness. To evaluate this, we define annoyance as a measure. The following
definitions were used:
Ad recall/recognition: measure the extent to which respondents can recall or
recognize the contents of the ad. It is determined by product or service, brand and
message recall and recognition. Message recall and recognition measures the extent to
which respondents can recall or recognize message other than the product/service and
brand.
Brand recall/recognition: measure the extent to which respondents can recall or
recognize the brand name, and it is decided by both brand recall and brand recognition.
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Annoyance: measure the level of annoyance of each Ad model. It is the
percentage of respondents that feel the ads are annoying. In other words, it is the
proportion of annoyed respondents versus total number of respondents.
To evaluate these measurements, a set of questions was designed for interviewing
participants in the form of a questionnaire, see Table 1.
Table 1 The Question Design of Measurement
Measurement Question
Product/service recall Do you recall what product/service was advertised? If
yes, can you write down the product/service?
Brand recall Do you recall what brand was advertised? If yes, can you
please write down the brand name?
Message recall Do you recall what else the advertisements said about the
product/service?
Product/service Do you recall seeing/hearing any ad for wireless service?
recognition Select “Yes” or “No”
Brand recognition Do you think which brand was advertised on the
JavaScript tutorial? Select the brand from a list of brands
Message recognition What do you remember about the ad(s)? Select the
messages advertised from a list of messages.
Annoyance If you were describing these ads to a friend, would you
say these ads are…Select all that apply from a list of
impressions like “interesting”, “informative”,
“confusing” and “annoying” as well as “no opinion”.
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3.2 Results and Discussion
All the respondents’ feedback data were collected and used to calculate the values
of the measurements. All values of the measurements were calculated as percentages of
the sample that recall or recognize the specific contents of the ads and feel annoyed by
the ads. The following are the equations.
Product/service recall = number of respondents who recalled the product or
service / number of respondents.
Brand recall = number of respondents who recalled the brand / number of
respondents.
Message recall = number of respondents who recalled the advertising message /
number of respondents.
Product/service recognition = number of respondents who recognized the product
or service / number of respondents.
Brand recognition = number of respondents who recognized the brand / number
of respondents.
Message recognition = number of respondents who recognized the advertising
message/ number of respondents.
Ad recall/recognition = (Product/service recall + Brand recall + Message recall +
Product/service recognition + Brand recognition + Message recognition) / count of the
total recall and recognition measurements.
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Brand recall/recognition = (Brand recall + Brand recognition) / count of the
brand recall and recognition measurements.
Annoyance = Number of Respondents Annoyed / Total Number of Respondents.
In this case, count of the total recall and recognition measurements is 6 and count
of the brand recall and recognition measurements is 2. Figures 5, 6 and 7 show the results
of ad recall/recognition, and brand recall/recognition as well as annoyance measurements,
respectively.
Figure 5: Advertisement Recall/Recognition
According to Figure 5, the ad recall/recognition values of banner, pop-up and
pop-under were 50%, 41% and 46% respectively, while those of background sound and
hybrid are 75% and 70%. In other words, 46% of the respondents could recall or
recognized the ads in the banner, pop-up and pop-under models, about 73% respondents
could recall or recognize those ads in the background sound and the hybrid models.
These experiment results reflect the background sound ads and the hybrid ads are more
likely to be recalled or recognized than the banner, pop-up and pop-under ads. The
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background sound model has the highest ad recall and recognition effectiveness, 75%.
Therefore sound is possibly playing an important role in increasing ad recall/recognition.
Figure 6: Brand Recall/Recognition
As far as branding efficacy, the background sound model and the hybrid model
are also more effective than the banner, pop-up and pop-under models. According to
Figure 6, while the brand recall/recognition values of banner, pop-up and pop-under were
20%, 14% and 26% respectively; the brand recall/recognition values of background
sound and hybrid were 42% and 40%. In other words, about 20% of the respondents
could recall or recognize the brand name, in the cases of banner, pop-up and pop-under.
About 41% of the respondents in the cases of background sound and hybrid, could recall
or recognize the brand name. Therefore, we could summarize that the background sound
and the hybrid models were twice as effective as the banner, pop-up and pop-under
models in recalling and recognizing brand.
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Figure 7: Annoyance
The experiment results of annoyance indicated that banner ads were the least
annoying, only 40% respondents thought they were annoying. However, the annoyance
values of pop-up and pop-under are close, which are 86% and 88%, respectively. The
annoyance value of background sound is 83%, which means that 83% of the respondents
thought the background sound ads were annoying. The hybrid model has the highest
annoyance value: 100%. All respondents thought hybrid ads were annoying, which
suggests this model should be used where the users’ interests are known and relate to the
advertised product or service.
In summary, compared with the banner, pop-up and pop-under models, the
background sound and hybrid models were more effective in ad recall and recognition as
well as brand recall and recognition. Background sound was the most effective model
among these five models. It implies sound is an effective vehicle to convey advertising
information online. By taking advantage of sound, background sound advertising appears
to be more powerful than banner, pop-up and pop-under advertising to build brand
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awareness that favorably influences purchasing behaviors. Its ability to embed typical
sounds like a cell phone ring into the ad gets the viewers’ attention and helps them to be
aware of the advertisements. Only more annoying than banners, background sound ads
were not as intrusive as expected. But, to minimize the annoyance is critical in applying
sound to online ads because they are very easy to be suppressed. As observed, some
respondents turned down the speakers when they heard the ads. The hybrid model had 4
different ad models: banner, pop-up, pop-under and background sound. Although the
contribution each ad form made to ad recall and recognition was not determined in this
experiment, it still implies that the combination of different ad models improves ad
effectiveness in recall and recognition. However, all respondents felt hybrid ads were
annoying. The reason is possibly that it is very difficult for respondents to get use to
different ad formats in a short period of exposure.
To avoid high risk of being suppressed, the background sound and hybrid ads
should be targeted appropriately and relevant to viewers’ interests. It is also important to
keep the advertising message close to the content of the Web page. These are all keys to
successful online advertising.
4. Conclusions
Two major works have been done in this study. First, two new online advertising
models (the background sound model and the hybrid model) were addressed. Secondly,
an experiment was conducted to compare the effectiveness of these five online
advertising models: banner, pop-up, pop-under, background sound and hybrid.
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Several interesting conclusions can be reached from the results and observations
made during the experiment. The background sound ads and the hybrid ads were more
effective in ad recall/recognition and brand recall/recognition than the banner, pop-up and
pop-under ads. Banner ads had the lowest annoyance value, the pop-up, pop-under,
background sound and the hybrid ads all have high annoyance value. This effect is
probably due to the fact that banner ads are most commonly used in practice. Therefore,
the participants were use to seeing and ignoring banner ads. So it suggested the hybrid
model and the background sound model should be used where the viewer’s interests are
known and the content of the ads relate to these interests. Otherwise, these advertising
models can become a deterrent. In general, the results of this study support the
background sound advertising model and the hybrid advertising model as promising
alternative models of online advertising if they are used carefully. This was a small
controlled study conducted to compare three existing online advertising models to two
new advertising models. The results are reported here, but more extensive studies should
be conducted with a larger participant base to further support the findings of this study.
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5. References
1. Gusco, R. (2001). The Audio Evolution—Streaming Audio Series Part II:
Streaming audio ads. [Online] Available at
http://www.europemedia.net/showfeature.asp?ArticleID=7462.
2. Higie, R. A. & Sewall, M.A. (1991). Using Recall and Brand Preference to
Evaluate Advertising Effectiveness, Journal of Advertising Reseach, 31, 2, 56-63.
3. Sukpanich, N. & Chen, L. (1998). Measuring the Effectiveness of Web Advertising.
[Online] Available at
http://www.isworld.org/ais.ac.98/proceedings/track06/sukpanich2.pdf.
4. Zhang, Q., Wolf, C.G., Daijavad, S. & Touma, M. (1998). Talking to Customers on
the Web: A Comparison of Three Voice Alternatives, in Proceedings of the ACM
Conference on Computer-Supported Cooperative Work, Seattle, WA USA,
November 14-18, 1998, pp. 109-117.